A Very Short, Fairly Interesting and Reasonably Cheap Book about Brand Management

1. Auflage 2025
ISBN: 978-1-5297-9517-2
Verlag: Sage Publications

Buch, Englisch, 152 Seiten, Format (B × H): 129 mm x 198 mm, Gewicht: 262 g

Reihe: Very Short, Fairly Interesting & Cheap Books

Each book in the ‘Very Short, Fairly Interesting & Reasonably Cheap’ series takes a core area of the curriculum and turns it on its head by providing a critical, sophisticated overview of the key issues and debates in an informal, conversational and often humorous way.

This accessible and affordable introduction to brand management provides an overview of the controversies and debates, leading thinkers and enduring challenges in brands and branding, with one eye on historical context and cultural and critical perspectives throughout.

Michael Beverland and Pinar Cankurtaran are Professor and Associate Professor of Brand Strategy at University of Sussex Business School.

Autoren/Hrsg.

Beverland, Michael

Cankurtaran, Pinar

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter 1: Introduction: studying brands and branding
Chapter 2: Past, present and future of brands and branding
Chapter 3: The brand gurus
Chapter 4: How to speak like a branding pro
Chapter 5: Enduring challenges in branding
Epilogue

Über Autor(innen)

Beverland, Michael
Michael Beverland is Professor of Marketing and Head of the Department of Strategy and Marketing at University of Sussex Business School, UK.